Guerilla Marketing for Car Dealers by Ralph Paglia

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Transcript of Guerilla Marketing for Car Dealers by Ralph Paglia

  1. 1. Guerilla Marketing Tactics to Break from the Competition
  2. 2. www.LatinoChevy.com
  3. 3. Guerilla Marketing: What is it?
    • Competitive Differentiation
    • Extraordinary Cost Effectiveness
    • May Incorporate Stealth Tactics
    • Non-Traditional Communication Channels
    • Unconventional Use of Media
    • Highly Aggressive Conquest Characteristics
    • May cause competitors to Cry Foul with OEMs, Dealer Associations or through legal channels Some tactics might get you fired, while others using the same tactics at different dealerships get a bonus!
  4. 4. www.ChevyReferrals.com www.ChevyReferral.comwww.ChevyBirdDog.com www.ChevyBirdDogs.com www.ChevyBuyers.com www.ChevyBuyersClub.com www.ChevyFriends.com www.ChevyFund.com Multiple URLs promoted in a variety of campaigns, pointing to same site allows use of web site metrics Lead Form Referring URLreport inOmniture Site Catalyst
  5. 5. Use of URLs for Creative Differentiation www.HouseOfCourtesy.com www.CourtesyChev.com www.ChevyAZ.com www.CourtesyAZ.com www.Chevrolet-USA.com www.Chevrolet-New.com www.Chevrolet-Used.com www.PHXChevrolet.com www.AZ-Chevy.com www.ChevyPriceQuotes.com www.ContactChevy.com www.AZ-Cars.com www.2007Tahoe.com www.2006Silverado.com www.AZautoFinance.com www.ChevyPride.com www.AZcarFinance.com www.PHXfinance.com www.2008ChevyCamaro.com www.LatinoChevy.com www.AZcarTruck.com www.GMoilChange.com www.CarOnBell.com www.Phoenix-Chevrolet.com www.Chevy-Deals.com www.CamaroLove.com www.AZcamaro.com www.Corvette-Chevrolet.com www.Chevrolet-Car-Truck.com www.AZcourtesy.com www.Arizona-Chevrolet.com www.YouGotGas.com www.FreeGMoilChange.com www.WeBuyChevys.com www.KBB-Value.com www.SellaChevy.com www.Chevy-Finance.com www.Chevy-Tahoe.com www.Chevy-Trailblazer.com www.Chevy-Equinox.com www.PHXchevy.com www.Phoenix-Chevy.com www.PHXdealer.com www.GMAC-Credit.com Courtesy Chevrolet uses over 500 URL addresses directed towards multiple full featured web sites along with multiple micro-sites and online landing pages to generate floor traffic, incoming sales calls and electronic leads Here are just a few:
  6. 6. Where do all those URLs point to? Use of multiple web sites, mico-sites and landing pages built for specific campaigns allows cost effective segment targeting When the content meets specific needs of customers, these sites show up as search results.
  7. 7. Extensive URL Asset Library: 1 of 3
  8. 8. Extensive URL Asset Library: 2 of 3
  9. 9. Extensive URL Asset Library: 3 of 3
  10. 10. Google AdWords Account: Chevy Dealer Conquest Ad Group Summary
  11. 11. 223 Customers searching for Bill Heard Chevrolet diverted to Courtesy Chevrolet owned sites
  12. 15. Competitor URL Redirect Tactic known as the Drew Technique
  13. 16. Competitor URL Redirect Tactic known as the Drew Technique CourtesyChevyAZ.com
  14. 17. Competitor URL Redirect Tactic known as the Drew Technique CourtesyChevyAZ.com Competitor URL Redirect Tactic known as the Drew Technique CourtesyChevyAZ.com
  15. 18. www.CourtesyChevyAZ.com URL Redirect using the: Drew Technique
  16. 19. www.CourtesyChevyAZ.com URL Redirect using the: Drew Technique
  17. 21. www.Midway-Chevy.com URL Redirect using the: Drew Technique
  18. 22. www.Midway-Chevy.com URL Redirect using the: Drew Technique
  19. 23. Dealership Primary Web Site (BZ Results)
  20. 24. GM Certified Internet Dealer Site
    • www.PHXChevrolet.com
    • GM Certified Internet Dealer site
    • Use of Home page text for SEO
    • Pulls in SEM landing page forms
    • Built by Cobalt Group
  21. 25. Spanish Language Web Site www.LatinoChevy.com www.Latino-Chevy.com
  22. 26. CourtesyOnBell.com Web Site (BZ Results)
  23. 27. CourtesyFleet.com Web Site (BZ Results)
  24. 28. Conventional Media to Web Integration
  25. 29. Conventional Media to Web Integration
  26. 30. Conventional Media to Web Integration
  27. 31. www.2007Tahoe.com Micro-Site Scroll Down
  28. 32. www.2007Tahoe.com Micro-Site Scroll Down Relevant Text based content is King when it comes to SEO ranking
  29. 33. Scroll Down Relevant Text based Hyperlinks reduce leakage from your SEM funnel and point search engine spiders in the right direction Trust generating and validity enhancing icons that are linked to lead generating sites add to a micro-sites productivity
  30. 34. Push to Talk buttons on ALL Micro-Sites and Landing Pages allow the Hottest Prospects to get immediate gratification Relevant Text based Hyperlinks leverage and extend your SEM investment beyond the specific targeted Micro-Site or Landing Page.These links reduce leakage from our SEM funnel and point search engine spiders to our other sites for ranking
  31. 35. Cost Effective Outdoor Media Integration Bus Shelter Signage Displays Fastn Easy Online Credit App URL Bus Shelter Signage Displays Unique 800# Routed to eFinance Cell Phone Bus Shelter signage campaign has averaged 231 incoming phone inquiries per month, along with 862 site visitors to unique URL, that generated 27 online credit apps per month. Average monthly cost is $6,500 resulting in 258 Opportunities To Do Business, and an average cost perUNIQUElead of $25.19
  32. 37. Examples of Courtesy Chevrolet Campaign Specific Display Ads Placed within targeted Web Sites selected according to local visitor traffic and demographics. Linked to relevant content designed to convert visitors into leads Deeplinked Online Ads
  33. 38. Display Ads drive traffic toDeep Links December, 2006 AZCentral.com & Cars.com Courtesys AZCentral.com Online Advertising Campaigns drive consumers to Deep Links into specialized content within Courtesy Chevrolets web site that is directly relevant to the GM vehicle promotion This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December 2006.
  34. 39. Deep Links go to Inventory Pre-Sorts Courtesys AZCentral.com Online Advertising Campaigns drive consumers to Deep Links into specialized content within Courtesy Chevrolets web site that is directly relevant to the GM vehicle promotion This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December 2006.
  35. 40. Examples of SEM Results with Google
    • Ads placed directly by Courtesy Chevrolet for placement within Google search results pages per key word bids made by Courtesy
    • Ads placed with Google by ClickMotive on behalf of Courtesy Chevrolet
    • Organic listings (free) that result from pro-active SEO activities by BZ Results
    The next few slides will show actual Search Engine listing results from:
  36. 41. Search Campaign that bids on competing dealership names as a keyword Courtesy Chevrolets ownin-house SEM campaign managed on a daily basis by CRM dept. Having multiple and separate SEM campaigns allows Courtesy to dominate the search results, and pay only for the one click that usually results from the search. Competing Dealership Name Key Word Targeting SEM Vendor Campaign
  37. 42. www.AutoBaron.com
  38. 43. Use of Deep-Links in Online Advertising www.GM-Finance.com Deep-link into GM PowerShift web site online credit application
  39. 44. Stealth Adsattract Dealer-Phobes
  40. 45. Stealth Ad
  41. 46. www.ChevroletHHR.net
  42. 47. Insider Information
  43. 48. Pre-Launch Information
  44. 49. Insider Information Bait
  45. 50. 3 rdParty Branded Stealth Site that captures Leads from customers getting book value
  46. 57. SAVE MONEY BUYING A NEW CHEVROLET CAR, TRUCK OR SUV For Phoenix, Arizona Chevrolet buyers It's fast, easy and FREE. Use Phoenix-Chevrolet-Dealers.com to receive competitive price quote bids from the most price aggressive, highest volume Chevrolet dealers in the Phoenix Valley. Our participating dealers have the largest new Chevrolet inventories and selections in Arizona, and they will offer you the largest discounts and most competitive auto loan and lease rates, along with the best terms in all of Arizona. For maximum discount new Chevrolet prices, including actual dealer invoice costs and Chevrolet factory MSRP, choose the Chevrolet car, SUV or truck that you want from the drop-down menu below. We'll put you in touch with participating Phoenix Chevrolet dealers who will send you their most competitive price quotes, and then offer to arrange a pre-scheduled test drive with a Chevrolet product specialist. The participating Chevrolet dealer you select based on prices quoted, vehicle availability and location will provide an Internet Sales Manager to work with you on getting the best overall deal on your choice of America's #1 Brand and #1 value in a new car, truck or SUV.
  47. 60. December, 2006 AZCentral.com & Cars.com Courtesys AZCentral.com Online Advertising Campaigns drive consumers to Deep Links into specialized content within Courtesy Chevrolets web site that is directly relevant to the GM vehicle promotion This campaign focused on selling out remaining GMT800 Chevy Silverado pickup trucks in December 2006.
  48. 61. Courtesys AZCentral.com Online Ad Campaigns drive consumers to Landing Pages that use specialized content that is directly relevant to the special offer or promotion used in the ad itself. This campaign focused on showing consumers with tarnised previous credit that they can drive a new Chevy while restoring their good credit.December 2006.December, 2006 AZCentral.com & Cars.com
  49. 64. Behavioral Targeting On-siteBehavioral Targetingincreases conversion 40-200% - TouchClarity.com Behavioral targeting technologies work